Avocados from Mexico Returns to Super Bowl Highlighting Food’s Versatility

Avocados From Mexico is returning to the Super Bowl for the fourth consecutive year, continuing its effort to stick out in people’s minds as they’re busy sticking chips into bowls of guacamole.

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The Mexican Hass avocado industry’s marketing arm plans to run a 30-second spot during the Feb. 4 game, the company says.

Even as some marketers used the 2017 Super Bowl to promote inclusion and otherwise respond to the election of President Trump, Avocados From Mexico continued with its humorous approach to its creative.

Its next Super Bowl ad appears set to again focus on the product, emphasizing the food’s versatility, including a plan to “cast guacamole from a whole new point of view,” the brand said.

“We were brainstorming here at the office and we kept saying avocados are so good it’s a shame to confine it to a bowl,” says Kevin Hamilton, senior director of marketing at Avocados From Mexico.

Despite avocado prices hitting record highs in the fall, Hamilton says consumers can’t get enough of the product and that it still has a long runway in its pop culture prominence.

Read more at Ad Age: http://adage.com/article/special-report-super-bowl/avocados-mexico-returns-super-bowl-highlighting-food-s-versatility/311545/


Tito’s Handmake Vodka Tops Ad Age’s Marketers of the Year

Nicole Portwood still remembers a phone call she made several years ago to lobby a music festival to accept the vodka brand as a sponsor. “I got the cold shoulder,” says Tito’s VP of brand marketing. “I can’t tell you how many people hung up on me because they didn’t have any idea who we were.”

They do now. Tito’s, founded in 1997 under the then-ridiculous proposition of a Texas-distilled “handmade vodka,” this year became the top-selling spirits variety in U.S. stores, surpassing more established players like Jack Daniel’s Black Label and Smirnoff Red Label. Once only available in Texas, Tito’s is now sold everywhere from United Airlines flights to big restaurant chains like McCormick & Schmick’s, which recently featured a “Mexitini” cocktail made from Tito’s and triple sec. At U.S. retail stores, sales surged 40.8 percent to $198 million in the 52 weeks ending Nov. 5, according to IRI data cited by Wine & Spirits Daily. In bars and restaurants, Tito’s now commands an impressive 7.1 percent share of the fragmented vodka market, up from 1 percent in 2011, according to Technomic.

The brand’s growth, while remarkable, is not the only reason Tito’s is Ad Age’s 2017 Marketer of the Year. Its path to the top is an example of the new marketing battlefield in which upstart brands are successfully taking on giant consumer packaged-goods conglomerates, often by eschewing big-spending ad techniques. Tito’s has not run a single TV ad in its 20-year history. Instead, it has relied heavily on word-of-mouth and scrappy marketing like its “Vodka for Dog People,” a philanthropic effort that has included events like Yappy Hours and Puppy Pawties to raise money for organizations like no-kill shelters.

It has, however, spent signficantly on print and outdoor advertising. “We are kind of old-school,” Portwood says, noting that the brand remains loyal to magazine ads. Recently, the company has run ads in titles as varied as Rolling Stone and Popular Mechanics.

Read more at Ad Age: http://adage.com/article/special-report-marketer-of-the-year/marketers-year/311494/


General Motors is launching a new in-vehicle app named Marketplace that will allow drivers to pay for goods such as gasoline or coffee and schedule service through their infotainment systems.

The automaker expects the free technology, which it is calling an industry first, to quickly expand from about a dozen offerings, such as ordering Dunkin’ Donuts or reserving a table at TGI Fridays, to other services such as Starbucks orders and dealership services, including oil changes.

“We are using it also to improve how our customers interact with the vehicle and the dealership network,” says Santiago Chamorro, GM vice president of global connected customer experience. He emphasized the connections are secure, and Marketplace is not meant to be an in-vehicle digital billboard.

Unlike many applications, Chamorro says Marketplace is designed to work while people are driving.

In-vehicle marketplaces and app-based services have been discussed for years. Offerings such as Apple CarPlay and Android Auto mirror smartphone apps onto the vehicle’s infotainment screens but do not complete financial transactions.

GM is remotely sending Marketplace wirelessly to all 2017 and 2018 model-year vehicles equipped with the automaker’s new MyLink infotainment system. Owners have to agree to the update, which the automaker began to send last week. A data plan is not required.

Read more at Ad Age: http://adage.com/article/cmo-strategy/gm-brings-dunkin-donuts-tgi-fridays-ordering-cars/311520/


Disasters can strike anywhere — even with your pizza. It could get cold, or the dog could eat it. It could fall into a puddle or get run over by a bus. Whatever happens to it, Domino’s is now claiming that it will “insure” your pizza by replacing it with another one completely for free.

The fast food brand’s latest campaign, by Crispin Porter & Bogusky, has fun with this idea with a couple of spots. In one, seen here, a guy’s pizza survives a tree falling on his car, but is then ruined when he slips on the ice. Another spot sees the pizza in advertently left on the roof of a car.

According to CP&B, in order for customers to get a replacement pie, carryout orders must be returned to the same store, uneaten and in original packaging, within two hours of purchase. Basically “anything” is covered as long as the food is returned uneaten– although be warned, it won’t work if you changed your mind about the topping, as the replacement must match the original.

from Ad Age: http://creativity-online.com/work/dominos-timber/53317


Having unveiled its own version of a smartwatch last year, Jim Beam gets in on this year’s holiday gift must-have with a bourbon-themed version of a digital home assistant.

The so-called “World’s First Intelligent Bourbon Decanter” is called “Jim” (well, of course) hand is voiced by the brand’s “Master Distiller,” Fred Noe, who serves up replies like “Any damn way you please” to the question “what’s the best way to enjoy bourbon?” Unlike Alexa, Jim may not be able to tell you weather, but (as seen here in the promotional video, by Olson Engage) he’ll chat to you about whisky and pour you a drink.

The “JIM” decanter is available in limited quantities at http://www.jimbeam.com for $34.90.

from Ad Age: http://creativity-online.com/work/jim-beam-worlds-first-intelligent-bourbon-decanter/53318